Olaplex, the science-backed hair care brand, has unveiled its bold new multichannel campaign, “Designed to Defy,” marking a significant shift in its marketing strategy. The campaign, which introduces a revamped brand identity, is the first creative endeavor under Chief Marketing Officer (CMO) Katie Gohman. It highlights how Olaplex products can repair and protect hair from the damage caused by daily life and styling.
“Designed to Defy” is a campaign rooted in emotion, aiming to connect with both professionals and everyday consumers. The campaign’s debut includes a TV spot featuring high-profile figures such as Bridgerton star Nicola Coughlan, fashion designer Jenna Lyons, and Olympic sprinter Sydney McLaughlin-Levrone, alongside their personal stylists. The ad emphasizes the power of healthy, confident hair with the tagline, "With hair this healthy, you can do anything."
“This idea that Olaplex can deliver your healthiest hair and allow you to defy expectations — that’s a platform that people really want to be a part of,” said Gohman. This marks a departure from the brand’s previous focus on just achieving beautiful hair. The new campaign injects more soul into Olaplex’s messaging, aligning the brand with confidence and empowerment.
The commercial shows Coughlan asking her stylist, “What should we do?” to which the stylist responds, “With hair this healthy, you can do anything.” The spot then shifts to the other celebrities, discussing their styling choices with their experts — whether it’s “go big,” “go bold,” “let it go,” or “let it grow.”
The campaign will run across connected TV and online platforms, with various ad lengths, including six-, 15-, 30-, and 45-second versions. Beyond the product, the campaign emphasizes the relationship between clients and their stylists, reflecting the emotional bond many have with their hair professionals.
Revamping the brand’s identity
The campaign is part of a broader brand refresh that began in February 2025. Olaplex, known for its patented bond technology, has been successful in the professional beauty industry but recognized a need for deeper emotional engagement with its consumer base. Research showed that while Olaplex excelled in science and efficacy, it lacked a strong emotional connection with consumers.
The brand’s refresh includes a redesigned logo that retains its font system but introduces a bolder, more contemporary look. The new visual identity also incorporates a color called “Olaplex red,” symbolizing the passion of professional stylists.
The campaign further emphasizes “hands in hair,” focusing on the tactile, movement-driven aspects of healthy hair, even in still imagery. Gohman explained, “The way we re-shot the product was to be much more evocative of a world that you want to be a part of, rather than just a plain pack shot on a white background.”
Pop-up experience and new product launch
To support the campaign, Olaplex will open the Olaplex Bond House pop-up event in New York City on April 5-6, offering visitors a digital hair analysis scan and personalized haircare consultations. The pop-up will tour various cities throughout the year.
Additionally, Olaplex has introduced a new product, the No.0.5 Scalp Longevity Treatment, retailing for $44. This new offering aims to promote long-term scalp and hair health, aligning with the brand's commitment to improving the overall well-being of its customers' hair.
The road ahead
The “Designed to Defy” campaign is a strategic move to revitalize Olaplex’s position in the market after facing consecutive quarters of sales declines. CEO Amanda Baldwin sees Gohman as a key figure in the company's efforts to drive sales growth, especially in the digital space. Gohman emphasized that building brand communication specifically for the digital landscape and incorporating data-driven strategies are essential for the brand's future success.
Olaplex's fresh approach aims to bridge the gap between its scientific foundations and emotional appeal, giving it a competitive edge in the rapidly evolving beauty market. With continued digital marketing efforts and a deeper connection to both professionals and consumers, Olaplex hopes to redefine what it means to have healthy, confident hair.
